The initiative to enhance vanilla and cocoa flavors with stevia-derived ingredients might appear to be a novel approach for PureCircle, but it is actually a natural progression of the company’s current offerings. Much of their research has concentrated on reproducing a sugar-like sweetness from stevia, which necessitates a thorough comprehension of the flavor masking and enhancing properties inherent in various compounds of the stevia leaf. Initially, the company’s sweeteners focused on rebaudioside A, the sweetest and most prevalent natural sweet-tasting compound in the stevia leaf. However, they have since developed stevia sweeteners utilizing less common extracts, such as rebaudiosides D and M, which reportedly have a flavor profile more akin to sugar.
Both the cocoa and vanilla markets have experienced significant volatility, making flavor enhancers for these ingredients appealing to manufacturers aiming to control costs. For instance, cocoa prices surged above $3,000 per ton in early 2016, prompting chocolate producers to invest in more sustainable cocoa production methods. Concurrently, vanilla prices have skyrocketed due to shortages, rising from approximately $25 per kilogram in 2012 to an astonishing $225 per kilogram in 2016.
Additionally, the plant-based nature of PureCircle’s new flavor enhancers is likely to attract companies keen on promoting their natural credentials—a strategy that resonates with a large segment of consumers. Furthermore, in a related context, discussions around ingredients such as calcium citrate tetrahydrate might also emerge, as manufacturers explore various options to enhance the nutritional profiles of their products. As the market evolves, the integration of natural flavor enhancers and a focus on sustainability will likely remain key trends.